Firestone Building Products has announced that it is adopting the Holcim name and brand identity, becoming the Holcim Building Envelope division of its Solutions & Products Business Unit. Firestone’s iconic brand, a recognized industry leader in roofing, wall and lining systems, becomes Elevate™, symbolizing Holcim’s continued commitment to delivering superior quality and innovation with advanced building solutions.
Firestone, a premier provider of industry-leading roofing, wall and lining systems, is becoming Elevate Building on Firestone’s iconic brand and legacy, Elevate represents Holcim’s commitment to delivering superior quality and innovation with advanced building solutions. The Elevate brand will provide the highest quality products and solutions to solve the industry’s shared challenges.
Under the new Elevate brand, the people, products and standards trusted in the industry will remain the same. Sales Representatives and distribution networks will continue to provide the same superior customer service and product support. Customers will see Elevate evolve as the brand name on trusted products like PondGard™ EPDM and PondEasy™, all of which will remain in the market. Plus, the high-quality solutions, network of licensed applicators and industry-leading warranties will remain unchanged.
Firestone Building Products is becoming the Holcim Building Envelope division within its Solutions & Products Business Unit. It unites a powerful portfolio of respected brands that provide breakthrough solutions for commercial and residential customers around the world. While the core of the company remains the same, Holcim’s Building Envelope division will be committed to developing the highest quality products and processes globally—raising the standards of building solutions by ensuring they are both innovative and sustainable, while also addressing local needs.